David Beckham will star in a new campaign to launch the spring collection of David Beckham Bodywear at H&M. The new video is Shot by Nicolas Winding Refn, the director known for movies such as Drive and Only God Forgives. The new campaign will debut during the TV broadcast of the 48th annual Super Bowl on February 2nd, 2014. In the action-packed plot that seems to be plucked from the daydreams of millions, David is on a rooftop, in nothing but his underwear, locked out of a photo shoot. He has no way down and has to go to great lengths to get to safety.
David has filmed two alternative versions, in which he performs all his own stunts, and starting January 27th viewers will be able to vote for their favourite on hm.com. Check out the campaign pictures and behind the scenes video below!
“It was so exciting to work on my new campaign for H&M with one of my favorite directors, Nicolas Winding Refn. Nicolas pushed me hard to create an action-packed film, which shows off this season’s new heritage-inspired bodywear at its best,” says David Beckham.
“I loved working with David on this project. He is a natural in front of the camera, and was fearless when performing his own stunts. The campaign is funny, smart and spectacular, and shows the many different sides of David’s personality,” says Nicolas Winding Refn.
The campaign features pieces from the Spring David Beckham Bodywear collection, which is a fresh take on heritage. Stripes of varying widths are introduced on long-sleeved henleys, sleeveless T-shirts and briefs, as well as varsity-style lettering on the back of long-sleeved raglan shirts.
Also debuting will be David Beckham Bodywear pieces for kids, with a mini-me collection including henleys, sleeveless T-shirts, briefs, long johns and pajama shorts. The collections will be available in select H&M stores from January 30th.
These new pieces join the core David Beckham Bodywear collection, which since its launch in February 2012 has quickly become a staple in men’s wardrobes around the world.